Timely storytelling and why it works

In a world where audiences are bombarded with content, timing can make all the difference. Branded content that taps into a current season, cultural moment or timely event has a better chance of standing out and connecting with readers in a meaningful way. At Content Works, we help your business identify when and where to show up, focusing on moments that naturally align with your message and audience.

Our production process is designed with flexibility in mind, allowing us to pivot quickly when opportunities arise. That means your brand can respond to what’s happening in the world — without compromising strategy, quality or creativity. Because being relevant isn’t about reacting to everything; it’s about showing up with purpose.

Explore the campaign examples below to see how timely, well-executed storytelling helps brands stay connected, credible and compelling.

Beechwood Funeral, Cemetery and Cremation Services

This campaign's aim was to provide general awareness of Beechwood Cemetery in Ottawa and spotlight some of their programs. Beechwood is Canada's National Military Cemetery and this article featured an unusual service Beechwood provides, the "dignified retirement" of tattered, faded and ripped Canadian and provincial flags. Readers were invited to send their worn-out flags to Beechwood and then to attend a sunset ceremony where the flags would be respectfully cremated.

Read the content here: Ottawa Citizen x Beechwood Funeral, Cemetery and Cremation Services

Calgary Stampede

Content Works worked closely with the Calgary Stampede to create three digital sponsored content stories to share how ingrained The Greatest Outdoor Show on Earth is in the city. The stories illustrated different ways the annual exhibition is connected to the community. Content Works also handled the design of the Stampede's souvenir guide and created a custom crossword puzzle for them.

Read the content here: Calgary Herald x Calgary Stampede

Lactalis Canada Astro Yogurt

To celebrate its proud Canadian heritage, Lactalis Canada Astro Yogurt launched its "So Canadian" campaign with a sponsored content article on the National Post. Since 1972, Astro Yogurt has been crafted in Canada from milk and cream sourced exclusively from Canadian dairy farmers. The yogurt is "So Canadian" you have to be in Canada to eat it! The sponsored content article highlighted Astro Yogurt's special Canada Day 'Celebration Packs' of yogurt, digital billboards and a unique 'Welcome, eh!" rooftop mural on the rooftop of their Toronto plant, located near Toronto Pearson International Airport.

Read the content here: National Post x Lactalis Canada Astro Yogurt

Ôrigine artisans hôteliers

This summer, the hotels that are part of the Ôrigine artisans hôteliers network aimed to highlight how a boutique hotel can elevate a visitor's experience in Quebec. With this goal in mind, Content Works created an interactive article to encourage readers to book an independent hotel for their travels to Quebec. The story detailed how accommodations can dictate the atmosphere and itinerary of the trip, and the interactive elements surrounding the story gave more information, tips and visuals of each hotel.

Explore the content here: National Post x Ôrigine artisans hôteliers

Subway Canada

Subway Canada’s annual ‘Never Miss Lunch’ campaign in support of Food Banks Canada aims to combat food insecurity for children who no longer have access to school meal programs during the summer period. The sponsored content story encouraged Canadians to purchase a cookie at their local Subway restaurant over a seven-day period in June in support of the campaign. For each cookie sold, Subway made a donation to Food Banks Canada to purchase and supply fresh food packs to families in need. The story included an interview with Subway Canada’s managing director as well as testimonials from parents and staff from family support centres across Canada who receive the fresh food donations.

Read the content here: National Post x Subway Canada